Abstract
Green marketing has emerged as a dominant strategy in modern business as sustainability becomes a central concern in consumer decision-making. Companies increasingly promote products based on environmental benefits to appeal to environmentally conscious consumers. However, the growing prevalence of greenwashing—misleading or exaggerated environmental claims—raises serious ethical and psychological concerns.
This conceptual study examines the psychological mechanisms that make consumers vulnerable to greenwashing practices. Drawing upon consumer decision-making theory, cognitive bias literature, and ethical marketing frameworks, the paper explores how heuristics, emotional appeals, trust signals, and moral motivations shape consumer perceptions. The study argues that greenwashing succeeds not merely due to lack of consumer awareness, but because it aligns with natural cognitive shortcuts and emotional processing systems. The findings highlight the need for stronger regulatory frameworks, ethical corporate responsibility, and improved consumer literacy to ensure that green marketing genuinely supports sustainability goals.
Keywords: Green marketing, Greenwashing, Consumer psychology, Cognitive bias, Ethical advertising, Sustainability
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